"We did a little something special on Tinder," said Tricia Nichols, The Gap's leader of consumer engagement and brand strategies, before Tinder nixed the campaign. "It's a guerrilla [marketing] idea where you'll see a profile with clever messaging in the spirit of love and the perfect match. It's the perfect fit for Tinder."

The move would have been an unusual fit for Tinder, which hasn't had many ad campaigns, especially from fashion brands.

The Gap was hoping that daters would scroll through potential matches in the app and come across its profile with pictures of messages: "You're invited to the pants party."

In a Twitter message, Tinder's head of communications said, "We did not approve this campaign and it is not an ad."

Tinder, owned by IAC/InterActive, has been considering offering ads on its free service. Meanwhile, it's premium service contains no paid marketing.